Cannes Lions

MADRID CITY COUNCIL

MARKETINGVIVO, Madrid / MADRID CITY COUNCIL / 2008

Presentation Image

Overview

Entries

Credits

Overview

Execution

Starting December 21st, a huge Christmas tree kept growing in the Retiro Park in Madrid, thanks to the participation of the citizens who went to set down their wishes for 2008, written down on helium balloons; the tree got to a height of 32 metres. 21 actors dressed up like gardener elves, with their giant snails, welcomed the visitors, and made the process easy, emotional and fun. This was a very moving experience for all participants.The action ended in a special ceremony, the tree opened up and all the balloons were released: all the wishes flew into the Madrid sky.

Outcome

Over 120,000 people participated and wrote their wishes. Over 40,000 people attended the final event of balloons release, great media coverage in main newspapers (El Pais, El Mundo, ABC) and on main TV News. Madrid City Council wants this event to become a tradition at Christmas in following years.

Similar Campaigns

12 items

Madrid City of Love

KITCHEN S.L., Madrid

Madrid City of Love

2018, MADRID CITY COUNCIL

(opens in a new tab)